This year’s ECR (Efficient Consumer Response) Conference was centered on the theme “the next generation” and how collaboration creates value across the supply chain. ECR is an industry body which aims to make the fmcg industry more responsive to consumer needs and promotes collaboration between stakeholders to achieve new efficiencies in the supply chain.

The conference was an opportunity for supply chain stakeholders to discuss how they will satisfy the needs of the next generation of customers.

What packaging professionals should pay attention to is the call for greater collaboration with retailers and producers to improve functional design.

Xavier Xua, managing director of ECR Europe, James Tupper, ECR learning and change manager at IGD, and Gavin Chappell, supply chain director at Asda, give their views. Working together on packaging design in co-ordination with product design, while remaining in tune with the supply chain, is essential.